School’s Out

When Ruth Handler introduced the world to Barbie on March 9th, 1959, she understood that
“pretend play was an important part of growing up”. Since then, Barbie dolls have been a
quintessential aspect of childhood across the globe, allowing children to exercise their
imaginations. With success in over 150 career fields from Astronaut Barbie to Nurse Barbie,
Barbie empowers young girls that not only can they have their dream house, but they can
achieve their dreams.

Our package captures the spirit of Barbie and encourages kids to foster their greatest gift: their
imagination. Unlike standard Barbie packaging, our package provides a backdrop for children to
be creative, engaged, and inspired.

Made entirely of sustainable paperboard and highly recyclable polyethylene terephthalate (PET)
and inspired by the pages of books, our “School’s Out Barbie: Color and Play!” package
provides a series of personalizable backdrops that elevate children’s play. Each page comes
fully printed, but features drawings that children can color to their heart’s desire. This allows
consumers the benefit of beautifully printed graphics while promoting the individuality of each
child, making for a precious keepsake.

Beyond reducing the waste thrown away, our package eliminates the annoying twist ties
pervasive in Barbie packaging. Instead, Barbie is secured using paperboard. A paperboard
stand keeps her feet firmly planted while a paperboard belt keeps her secured at the waist. In
conjunction with the paperboard, a polyethylene terephthalate (PET) encasing adds another
layer of protection and ensures Barbie makes it to retailers in pristine condition in her custom
made shipperdisplay.
Getting to Barbie is easier with our package design as well, due to our
easy access feature. To remove Barbie from the package, children simply rip open a perforated
tear tab located on the back.

Once children are ready for play, the package can be propped up and turned to specific pages
for a specific summer themed backdrop. The decision to utilize a “School’s Out Barbie!” theme
is to include backdrops that young girls in Barbie’s targeted age group would find relatable and
exciting as they “take Barbie on her summer adventure!”

As her website reminds us, “with a professional resume thicker than a phonebook, a circle of
friends that rival any social network, and a community of caring that spans the globe, Barbie
continues to find new ways to inspire and encourage the next generation of girls.” Our
innovative package allows Barbie to do just that by empowering girls to thoroughly imagine their
own world and all its possibilities.